Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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Why it matters

Strategy requires information about the situation and about people; this new research project from the agency network McCann explores the shift in global and local attitudes to an unprecedented event.


  • The scope and scale of this impact means that any response from a brand won’t just involve advertising but every aspect of its conduct.
  • People are worried and reacting to that worry on an unprecedented scale, meaning that fulfilling basic needs is the first priority of most.
  • Silver linings exist: looking ahead, people are thinking about what is wrong with the status quo; climate concerns are likely to become more important.